Online Public Relations

Author: (USA) Shirely Holtz (Holtz S.) Wu Baiyue Yang Nan
Publisher:
Publish Date: 2001-07-01
Features: This book aims to help various types of companies and organizations master the strategies and techniques for public relations communication on the Internet as a new media. It provides a detailed analysis of the differences between online public relations communication and traditional mass communication, elaborates on the impact of the characteristics of the Internet on public relations work, and focuses on introducing the strategies and specific steps for using the Internet to manage relationships with different public groups. In addition, the book offers rich case studies for each topic. This book can not only serve as a teaching material for relevant departments in colleges and universities but also as a practical reference for public relations practitioners. It will also benefit academic researchers in the field of online public relations.